“Asheville Any Way You Like It” is the tag line that adorns walls in the new Visitors Center on Montford Avenue. Tourism officials have just launched a new $500,000 ad campaign called “Unscripted” with commercials showing skinny-dipping seniors, airing across the Southeast.

The offbeat ads build on the Buncombe County Tourism Development Authority’s $200,000 branding initiative, trying to cement Asheville’s emotional connection for first-time and repeat visitors. “We guarantee you a life-enriching experience each and every time you visit Asheville. It’s personal, personal to you. And it is also personal to us,” Miller read from the Asheville brand promise printed on the back of his business card.

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